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Succeed in the New Economy: Focus on Existing Relationships
Featured Author:
Colleen Francis
For over 15 years, she has studied the business habits of the top 10% of sales performers in organizations of all sizes and shapes-from Fortune 500 companies to small businesses. Through her company, Engage Selling Solutions, Colleen has condensed that winning formula into an internationally acclaimed sales-training approach, helping sales and marketing professionals everywhere achieve their maximum potential.
Colleen provides sales seminars and training, in addition to her popular coaching program, and delivers immediate and lasting improvements to sales results and the bottom line. See how Colleen can help you sell more in less time at www.EngageSelling.com
More articles from this author:
Colleen Francis
Boost Sales & Thrive in the New Economy
It’s a different market out there today from the one that many of us have known for the last several years. There’s no disputing that this new economy presents plenty of challenges, and yet by adopting the right approach, it’s also an opportunity for sales professionals to actually thrive. The secret to success in sales today isn’t found by adopting untested techniques, many of which are packaged with fancy sounding names that sizzle with promises, but fall short on delivering results.
As a sales professional and as a business owner, I’ve weathered all kinds of markets, and I’ve had the great fortune to learn from others who have also managed to stay at the top of their game. What I have learned is that success in any market (and in any profession…not just sales) is owed in large part to emulating time-honored, field tested business habits and repeating those often enough and consistently enough that they become second-nature to you.
In this first of a series of seven articles examining what you can do to boost your sales and thrive in this new economy that is taking shape around us today, we’re going to look at the importance of existing relationships—why they matter and how you can go about leveraging who you know.
Being Successful Is About More than Applying What You Know
Your knowledge and the raw skills you offer matter a lot in your work, but it is a mistake to underestimate the importance of who you know and of how hard you work to cultivate that network. This is true of sales as it is of other professions. Consider the lessons learned in a landmark study conducted in the 1990s, in which researchers studied the habits of star performers among engineers at Bell Laboratories. They found that most engineers in that organization had similar academic credentials and shared an aptitude for problem-solving. However, the top performers were the ones who invested time and effort in building and maintaining relationships that they could rely on when needed in their work.
Succeed in the New Economy
- Part 3: Customer Testimonials
- Part 4: Be Shrewd and Creative About Who You Target
- Part 5: Get Management Out of the Office
- Part 6: Engage Your Offense
The lesson here is a universal one: you can differentiate yourself—even when you’re matched by others in terms of skills or resources—simply by focusing on your personal relationships and networks. But the lessons don’t stop there. It’s also important to recognize that when it comes to networking and relationship-building, the ones you have already established are the ones that are the easiest to maintain.
Don’t Overlook Your Existing Customer Base
Start by looking at your current customer sales database. You might be surprised by who you know! All too often, this step is skipped by companies who are hungry for new business. Many will spend a considerable amount of time and money to find new customers, and do so at the expense of the customers with whom they are currently doing business.
